Zomato’s Triumph till IPO: Is It Success Through Relationship?

Abstract

Food is a basic need for everyone. We struggle throughout our life to satisfy this need. The delicious food attracts and makes food lovers reach anywhere to get this. Convenience, quality and affordability are critical elements for the food business. This idea has attracted Mr Deepinder Goyal and Mr Pankaj Chaddah to start Zomato. Being a first mover in this unique food app market Zomato has struggled a lot. Before tasting its success, it was a loss-making company for a considerable period. This case study presents the key strategies followed by Zomato to achieve success till Initial Public Offer (IPO). It highlights how a loss-making company and food aggregator such as Zomato has succeeded through relationship and communication strategies maintained by the company and its co-founder Deepinder Goyal. This case study is based on understanding the significant issues and success faced by the company has been managed through public relationship management since its inception. It is completely developed from secondary sources and publicly available data and reports. This case is developed to discuss the essential strategies and steps taken by Zomato to improve its position till IPO. It highlights the inception, significant steps to break even, its success through relationship marketing, competitors’ effect, risk factors and future course of action.